Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/196482 
Erscheinungsjahr: 
2019
Quellenangabe: 
[Journal:] Amfiteatru Economic Journal [ISSN:] 2247-9104 [Volume:] 21 [Issue:] 50 [Publisher:] The Bucharest University of Economic Studies [Place:] Bucharest [Year:] 2019 [Pages:] 258-269
Verlag: 
The Bucharest University of Economic Studies, Bucharest
Zusammenfassung: 
Implementing the principles of green marketing started since the 70's, once the social and societal marketing concepts were defined. The challenges brought around by globalization and the excessive pollution of the environment, that contemporary companies had to face, requested the implementation of new business models and rethinking the strategic approach of their activities. They have generated the rationale and sustainable use of resources, the reduction of waste generated by production processes, the consumers' education towards developing a mentality that is favouring responsible consumption, the preservation and respect of the environment and adopting some specific measures intended to contribute to the preservation of nature by all stakeholders in the value chains. Good practices regarding the implementation of green marketing strategies provide a series of principles, action guidelines useful to any organisation willing to answer the challenges of the current century. In this respect, it is imperative to develop a marketing mix adapted to the requests of bioeconomy. In this context, the current paper proposes to present bioeconomy tendencies and good practices in the context of large data volumes that organisations have to manage more and more often.
Schlagwörter: 
green marketing
big data
sustainability
optimizing the marketing processes
JEL: 
I21
Q00
M00
Q01
Q56
Persistent Identifier der Erstveröffentlichung: 
Creative-Commons-Lizenz: 
cc-by Logo
Dokumentart: 
Article

Datei(en):
Datei
Größe
788.72 kB





Publikationen in EconStor sind urheberrechtlich geschützt.